case study

Back to Black

Mobilizing Black bartenders and culinary professionals to show solidarity through continued support of Black activism to end racial injustice in America.


year

2021


year

District of Columbia


role

Creative Director


Discipline

Branding · Campaign

Objective

Mobilize hospitality professionals during the 2021 pandemic to meaningfully support Black activism amid industry shutdowns and social unrest.

01

Approach

Create a purpose-driven experiential initiative that elevated Black voices while generating tangible community impact.

02

Solution

Founded and led a self-funded campaign mobilizing Black bartenders and culinary professionals through story-driven cocktail curation and pop-up programming. Developed curated Instagram content highlighting storytellers, event locations, and fundraising transparency to build engagement and trust.

03

Results

Raised over $30,000, supported 19 charities, secured 20 sponsors, and executed four pop-ups during a period of unprecedented industry constraint — demonstrating the power of community-led creative activism.

04
inside the project
Back to black X niko gelato collaboration
popups recap

The Legacy

the outakes

In March 2020, the Covid-19 pandemic forced businesses around the country to shutter their doors hitting the hospitality industry particularly hard.  A few months later, the tragic and senseless deaths of George Floyd, Breonna Taylor, and Ahmaud Arbery reignited the American Civil Rights Movement. People felt stuck, scared, unsure of their futures and lonely. But above all—many of us felt helpless simply because we were unable to join frontline efforts with our community.

Because of this, in June 2020, four bartenders, a chef, and a talented media team came together with one purpose in mind. The purpose? To exercise their right to protest against racial injustices that Black people have endured in America for centuries by creating delicious craft cocktails from some of D.C.'s most talented bartenders and delectable bites from award-winning Black chefs .

The Untold Stories

The Storytellers

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